Thames Water: P&G Responsible Marketing & Innovation Example of Excellence 2009 video

Thames Water has demonstrated leadership by being the first utility to address the unfashionable image of tap water and promote it as a sustainable and environmental choice.

To make 'tap water' aspirational, the campaign was centered on a competition to design an iconic water carafe. The campaign encouraged media, environmental partners and the mayor of London to engage in shared advocacy around the message of choice and sustainability.  As a result, the campaign promoted behavior change by empowering to make a sustainable choice.

Watch the video below or view Thames Water's award winning case study.